Aluminium Flagship Suitcase

2020 for XIAOMI / 90FUN

  • This new aluminum suitcase typology reflects contemporary mobility through an unexpected material contrast.
    A flexible elastic fabric strap—usually lost amid objects and constant motion—becomes a defining functional element.
    The suitcase extends organization beyond the interior, allowing everyday essentials to be secured and accessed on the outside, visibly tightened and structured by the strap.

  • The suitcase market is oversaturated and has lots of brands that compete with similar products. 9OFun aimed to create a new aluminum suitcase that can be sold at a higher price point to expand its market share.

    How might we create a unique suitcase experience as a value while still appealing to a broad audience?

  • 90FUN, part of the XIAOMi Group, is focusing on products all around traveling. The target of the brand is on high-volume products that are very broad for a variety of personas.

  • Project lead & lead ID designer
    Competitor Analysis, product design strategy, facilitation of internal brainstorming sessions, prototyping, CAD modelling, rendering, art-direction of CMF, art-direction & planning of photo shooting, project management

    Team
    ID Designer:
    Jonas Hänel, Tim Schwarz

    CMF Designer:
    Bianca Haunauer, Veronika Schäfer

    Coach:
    Yifan Zhang

  • This project was carried out when I was working full time as a designer for PHOENIX Design and all rights belong to the company.

iconic & bold

Inspired by the past and family enherited suitcases we may have at home, the suitcase got enriched with a fabric strap.

It serves as a pocket and obtained a new combination of materials in the suitcase market.

feeling home everywhere

While traveling, the users can transform their spaces into comfort zones, just like a home is:
The developed system for 90FUN consists of a fragrance diffuser for home and a capsule for the suitcase.

cosy &
natural hues

The CMF concept follows the narrative „feeling home everywhere“: harmonious yet elegant. The suitcase fits in every home.
It combines natural metal tones with complementary shades on the strap while keeping the brightness similar.

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